Consumer Reaction to Samsung Curved Smart TV

Consumer Behavior: Samsung Curved Smart TV Product Samsung is regarded as one of the most innovative and successful companies in the Information Technology industry because of its production of high-quality technological products that are affordable to many customers across the globe, especially in developing countries. The company has achieved tremendous success through the production of diverse technological products based on market needs and consumer demand.

As part of its objective of maintaining its dominance in the IT industry and market, the company launched curved smart TV product for its premium market. The introduction of this product was fueled by its innovative practices and goals as well as the steady growth of its premium market in various market segments across the globe. Moreover, the introduction of the new curved smart TV product by Samsung was driven by the current trend of curved televisions.

The ability of Samsung to achieve its objective of ensuring curved smart TV is a mass product with a niche market in the premium segment depends on consumer behavior towards the product. Consumer Behavior Consumer behavior can be described as the process of decision-making and physical activity that people engage in when assessing, obtaining, using or disposing some goods and/or services. In essence, consumer behavior entails a psychological or mental process and physical activity that influences a consumer's decision to buy certain goods and/or services.

This implies that the real buying process is one of the steps in a range of psychological and physical activities that take place within a specific period of time. However, some of these mental and physical activities take place before the buying itself whereas others follow the actual buying process. Regardless of when they occur, the mental and physical activities are regarded as part of consumer behavior because of their ability to influence the adoption of products and services.

Similar to other marketers, consumer behavior is an important element for Samsung because it helps in gaining understanding on how consumers react to several marketing strategies adopted by the company. When launching the curved smart TV for its premium market segment, Samsung examined consumer behavior in order to identify better means for satisfying consumers by developing an appropriate marketing mix that meet the needs and requirements of customers.

Through consumer behavior, the company obtained competitive advantages over its main rivals in this industry because the product is marketed using the most suitable marketing mix that meet consumers' needs and requirements. There are several aspects related to consumer behavior regarding Samsung curved smart TV including Decision-making Generally, Samsung's current approach in launching the curved smart TV is influenced by the growth of its premium consumer electronics and mass segment by 39% and 23% respectively (The Jakarta Post par, 9).

Based on the current trend of curved televisions, curved UHD TVs incorporates a format with an aspect ratio of a minimum of 16:9 and a digital input with the capacity of carrying and displaying native video at a resolution of at least 3,840 by 2,160 pixels. The company's launch of the curved smart TV is also driven by its focus on design and ergonomics of its electronic products, especially televisions. One of the major aspects of this electronic device that plays a key role in consumer behavior is the product design.

Consumers' decision-making processes are largely influenced by the design of the product, which in turn generates individual and household influences. The curved television series including the curved smart TV was launched with the goal of aligning the product with individual and household aspects of interior design and spatial presence. The product design influences consumers' decision-making regarding purchases since customers no longer need considerable adjustments of their room.

Based on its design, customers do not need to make any changes on their rooms regardless of whether it's a square or rectangular-shaped room. As a result of its design, the curved smart TV becomes the centerpiece in a consumers' living room, which influences purchases. The impact of the product's design on consumers' decision-making process is the fact that many consumers are interested in knowing the products they are buying, where to buy them, the costs of the products, and the need for the product.

However, the company's design of the product is based on how consumers respond to various product features, advertising appeals, and prices. For Samsung, the design of the television and inclusion of Internet features has played a crucial role in influencing consumer decision-making about the product. The other aspect of decision-making relating to Samsung curved smart TV is its price because of its design. Actually, the curve design and incorporation of Internet features has played a crucial role on the television's price tag (Denison par, 10).

The different curved smart televisions have a high price range that affects buying or purchase decisions. Notably, Samsung is delighted with the product to an extent that it has placed between $500 and $600 premium for a curved television. The curve and associated price delta has a considerable impact on whether people can buy or own one of the best-performing televisions of the year.

Cultural or Sub-cultural Influences Samsung's major strength of its high-end electronic products is the premium segments, which has experienced significant growth in the recent past largely because of the current trend in curved televisions. The premium segments play a crucial role in Samsung's productivity because of expected growth in ultra HD televisions and curved and large-screen televisions. With the anticipated decrease on profits from smartphones based on current conditions, the company has largely invested in the growth curved and large screens televisions as well as ultra HD televisions (Lee par, 10).

The main cultural influences on consumer behavior related to curved smart televisions includes income and social class. Given the price of the product, purchases of these televisions are largely among people with high income and those from middle or high social class. The prices of curved smart televisions produced by Samsung makes it affordable to people with a high income or those from middle to high social class. The product is only affordable to these people.